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Cut to the Chase: Alibaba.com

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Company: Alibaba.com
Agency: Traction, San Francisco
Market: Entrepreneurs
Quick chase: Alibaba.com, an online e-commerce site for buyers and suppliers in all corners of the world, arrests the attention of its target audience with the cheerful, colorful image of a woman who designs playful, customized oven mitts for a living. Copy succinctly conveys Alibaba's stock in trade: “Alibaba.com can help anyone with a dream become an entrepreneur. With a world of suppliers and manufacturers in one place, you'll find the perfect source to create your own success.” The ad wisely closes the deal by inviting readers to get Alibaba's full story at its vibrant Web site. That's the right direction to send customers and prospects who may have been impressed with Alibaba's ability to create a good-looking ad.
Clue: The upper left corner uses vertical type to note the various pieces the entrepreneur used to build her business. Use vertical type sparingly because people tend not to read it. In this case, however, it works.
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